Efnisyfirlit

• Title page
• Imprint page
• Contents
• Author team
• General editors
• Contributors
• Preface
• Chapter 1: Introduction to customer behaviour
• Learning outcomes
• 1.1 Introduction
• 1.2 What is consumer behaviour
• 1.2.1 Types of customers
• 1.2.2 The three roles of customers
• 1.2.3 Mental and physical activities
• Individual factors that influence the decision-making process
• Group factors that influence the decision-making process
• 1.3 The importance of customer behaviour
• 1.3.1 Customer satisfaction and customer retention
• 1.3.2 The marketing concept
• Production orientation
• Sales orientation
• Marketing orientation
• 1.3.3 Customer focus
• 1.4 The role of customer behaviour in marketing strategy
• 1.5 The nature of customer behaviour
• 1.5.1 External influences
• 1.5.2 Internal influences
• 1.5.3 Market characteristics
• 1.5.4 Personal characteristics
• 1.5.5 The customers (with their self-concept and lifestyle)
• 1.5.6 The customer decision-making process
• 1.6 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 2: Creating market value for consumers
• Learning outcomes
• 2.1 Introduction
• 2.2 Defining value
• 2.3 The market value of a product or service
• 2.3.1 Market values sought by users
• Universal value – performance
• Personal values – social and emotional
• 2.3.2 Market values sought by payers
• Universal value – price
• Personal values – credit and financing
• 2.3.3 Market values sought by buyers
• Universal value – service
• Personal values – convenience and personalisation
• 2.4 The value bundling of products and services
• 2.4.1 Non-durable goods
• 2.4.2 Durable goods
• 2.4.3 Services
• 2.5 The organisation’s perspective on measuring value
• 2.5.1 Determining the benchmark of expected value
• 2.5.2 Formulating a strategy for delivering value to the consumer
• 2.5.3 Measuring value delivery
• 2.5.4 Investigating deviations and adapting the strategy
• 2.6 Marketing implications of the concept of value
• 2.7 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Chapter 3: Market characteristics
• Learning outcomes
• 3.1 Introduction
• 3.2 Market characteristics and their influence on customer behaviour
• 3.2.1 Demographic characteristics of the South African population
• Individuals
• Households
• 3.2.2 Economic factors influencing customer behaviour
• 3.2.3 Governmental factors influencing customer behaviour
• 3.2.4 Physical conditions influencing customer behaviour
• 3.2.5 Social factors influencing customer behaviour
• 3.2.6 Technological factors influencing customer behaviour
• 3.3 Developing trends that influence customer behaviour
• 3.3.1 Green marketing
• 3.3.2 Cause-related marketing
• 3.3.3 Marketing to gay and lesbian customers
• 3.3.4 Gender-based marketing
• 3.3.5 Rising black middle class
• 3.4 Marketing implications
• Case study: Google Stations
• 3.5 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 4: Culture and consumer behaviour
• Learning outcomes
• 4.1 Introduction
• 4.2 The nature of culture
• 4.3 Evolving nature of culture
• 4.4 Cultural factors affecting consumer behaviour
• 4.4.1 What cultural factors are
• Religion as a subculture
• Geographic subculture
• Age as a subculture
• Gender as a subculture
• Occupation as a subculture
• Social class as a subculture
• Nationality as a subculture
• Language as a subculture
• Race as a subculture
• 4.5 Subcultural influences on marketing decisions
• 4.6 Effect of culture on consumers
• 4.7 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 5: Reference groups and social class
• Learning outcomes
• 5.1 Introduction
• 5.2 Reference groups
• 5.2.1 Types of reference groups
• Primary groups
• Secondary groups
• Aspirational group
• Dissociative group
• Family
• 5.2.2 The use of reference groups in marketing
• 5.2.3 Characteristics of reference groups
• 5.2.4 Reference groups and advertising
• 5.3 Social class
• 5.3.1 Social classes and their buying patterns
• 5.3.2 Social class and consumer behaviour
• Upper-upper class
• Lower-upper class
• Upper-middle class
• Lower-middle class
• Upper-lower class
• Lower-lower class
• 5.3.3 Marketing strategy and the social classes
• 5.3.4 The Living Standards Measure (LSM) and the new SocioEconomic Measure (SEM) models
• 5.4 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Chapter 6: Personal characteristics
• Learning outcomes
• 6.1 Introduction
• 6.2 Religion
• 6.3 Race
• 6.3.1 Race and products
• 6.3.2 Race and marketing communications
• 6.3.3 The Living Standards Measure (LSM)
• 6.4 Gender
• 6.4.1 The changing role of women
• 6.4.2 The changing role of men
• 6.4.3 Non-binary marketing
• 6.5 Age
• 6.5.1 Defining age
• 6.5.2 The importance of age to marketers
• 6.5.3 Age subcultures
• Seniors
• Baby boomers
• Generation X
• Generation Y
• Generation Z
• Comparing the different age cohorts
• 6.5.4 General tips for multigenerational marketing
• Case study: Tropika
• 6.6 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 7: Customer perception and learning
• Learning outcomes
• 7.1 Introduction
• 7.2 Defining customer perception
• 7.3 The customer perception process defined
• 7.4 The importance of customer perception
• 7.5 The customer as a perceiver
• 7.5.1 The nature of perception
• Perception is selective
• Perception is subjective
• Perception is based on the individual’s frame of reference
• 7.5.2 The perceptual process discussed
• Exposure
• Attention
• Interpretation
• Recall (memory)
• 7.6 Customer learning
• 7.6.1 The nature of learning
• 7.6.2 The elements of learning
• Stimulus
• Response
• Reinforcement
• 7.6.3 Theories of learning
• Classical conditioning
• Instrumental conditioning
• Cognitive learning
• 7.7 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 8: Customer motivation
• Learning outcomes
• 8.1 Introduction
• 8.2 The nature of motivation
• 8.2.1 Needs, motives and objectives
• 8.2.2 Need arousal
• Physiological arousal
• Emotional arousal
• Cognitive arousal
• Environmental arousal
• 8.2.3 The drive state
• 8.3 The classification of motives (needs)
• 8.3.1 Maslow’s hierarchy of needs
• Level 1: Physiological needs
• Level 2: The need for safety
• Level 3: Belongingness and love needs (social needs)
• Level 4: Esteem needs (ego needs)
• Level 5: Self-actualisation
• 8.3.2 McGuire’s psychological motives
• McGuire’s internal motives
• McGuire’s external motives
• 8.3.3 Economic and emotional classification
• Economic criteria
• Emotional criteria
• 8.4 Psychographics
• 8.4.1 Psychographics and lifestyle
• 8.4.2 Values determine lifestyle
• 8.4.3 Psychographic profiles
• 8.4.4 The uses of psychographics
• 8.5 Motivational research
• 8.5.1 Depth interviews
• 8.5.2 Projective techniques
• Case study: The Oliver family
• 8.6 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 9: Customer attitudes
• Learning outcomes
• 9.1 Introduction
• 9.2 The nature of customer attitudes
• 9.2.1 Definition of customer attitudes
• 9.2.2 Attitudes as a combination of interrelated beliefs and values
• 9.3 The ABC model of attitude
• 9.3.1 The affective component
• 9.3.2 The behavioural component
• 9.3.3 The cognitive component
• 9.3.4 Component consistency
• 9.4 The functions of attitudes
• 9.4.1 The adjustment or utilitarian function
• 9.4.2 The ego-defensive function
• 9.4.3 The value-expressive function
• 9.4.4 The knowledge function
• 9.5 Attitude formation
• 9.5.1 Classical conditioning
• 9.5.2 Instrumental conditioning
• 9.5.3 Cognitive learning theory
• 9.5.4 Experience
• 9.5.5 External authorities
• 9.5.6 Marketing communications
• 9.6 Attitude change
• 9.6.1 Changing the affective component
• Classical conditioning
• Producing positive affect towards the advertisement
• Mere exposure
• 9.6.2 Changing the behavioural component
• 9.6.3 Changing the cognitive component
• Changing beliefs
• Shifting performance
• Adding beliefs
• Changing the ideal
• 9.6.4 Factors that influence attitude change
• Case study: Tropika
• 9.7 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 10: Personality and self-concept
• Learning outcomes
• 10.1 Introduction
• 10.2 The nature of personality
• 10.3 The characteristics of personality
• 10.3.1 Personality as reflecting individual differences
• 10.3.2 Personality as consistent and enduring
• 10.3.3 Personality as a whole actualising itself in an environment
• 10.3.4 Personality can change
• 10.4 Personality theories
• 10.4.1 Freud’s psychoanalytic theory of personality
• 10.4.2 Neo-Freudian theory
• 10.4.3 Trait theory
• 10.4.4 Gestalt theory
• 10.5 The influence of personality on lifestyle
• 10.6 The value of personality to marketers
• 10.7 Self and self-concept
• 10.7.1 One self or multiple selves?
• 10.7.2 The makeup of the self-concept
• 10.7.3 The extended self
• 10.7.4 Altering the self
• Case study: Jenna Clifford Designs
• 10.8 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 11: Market segmentation
• Learning outcomes
• 11.1 Introduction
• 11.2 The STP process
• 11.3 Segmentation of markets
• 11.3.1 Demographic segmentation
• 11.3.2 Geographic segmentation
• 11.3.3 Lifestyle and psychographic segmentation
• Combining demographic and psychographic segmentation
• 11.3.4 Usage or behavioural segmentation
• 11.3.5 Needs/benefit segmentation
• 11.3.6 Market value-based segmentation
• 11.3.7 Purchase decision makers
• 11.3.8 Segmentation in business-to-business markets (B2B)
• B2B markets have a more complex decision-making unit
• B2B buyers are more ‘rational’
• B2B products are often more complex
• B2B target audiences are smaller than consumer target audiences
• Personal relationships are more important in B2B markets
• B2B buyers are longer-term buyers
• B2B markets drive innovation less than consumer markets
• B2B markets have fewer behavioural and needs-based segments
• 11.4 Developing segment profiles
• 11.5 Targeting
• 11.6 Positioning
• 11.6.1 Developing a positioning strategy
• Analysing competitors’ positions
• Identifying competitive advantage
• 11.6.2 Repositioning
• Case study: Life insurance – emerging middle-class market
• 11.7 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Chapter 12: The consumer decision – making process
• Learning outcomes
• 12.1 Introduction
• 12.2 The consumer decision-making process
• 12.3 Buying situations
• 12.4 The stages in the decision-making process
• 12.4.1 Problem recognition
• 12.4.2 The search for and processing of information
• Consumer involvement in decision making
• Types of consumer decision making
• Habitual decision making
• Limited decision making
• Extended decision making
• 12.4.3 Evaluation of alternative products and services
• 12.4.4 The response, or buying decision
• 12.4.5 Post-buying evaluation or response
• Post-buying satisfaction
• Post-buying dissatisfaction
• A neutral or indifferent behavioural response
• Post-buying conflict
• 12.5 Marketing implications
• Case study: Nisha buys a new car
• 12.6 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 13: Household or family decision making
• Learning outcomes
• 13.1 Introduction
• 13.2 The household or family as a primary reference group
• 13.2.1 The different types of families and their unique dynamics
• 1. Nuclear family
• Strengths of nuclear families
• Weaknesses of nuclear families
• 2. Single parent family
• Strengths of single-parent families
• Weaknesses of single-parent families
• 3. Extended family
• Strengths of extended families
• Weaknesses of extended families
• 4. Childless family
• Strengths of childless families
• Weaknesses of childless families
• 5. Stepfamily
• Strengths of stepfamilies
• Weaknesses of stepfamilies
• 6. Grandparent family
• Strengths of grandparent families
• Weaknesses of grandparent families
• Conclusion
• 13.3 The functions of the household
• 13.3.1 The socialisation of household members
• 13.3.2 Economic well-being
• 13.3.3 Emotional support
• 13.4 Suitable household lifestyles
• 13.5 Household decision making
• 13.5.1 Role behaviour
• 13.5.2 Husband-and-wife decision making
• 13.5.3 How spouses influence the decision-making process
• 13.6 The household life cycle
• 13.6.1 The traditional household life cycle
• Stage 1: Bachelorhood
• Stage 2: Honeymooners
• Stage 3: Parenthood
• Stage 4: Post-parenthood
• Stage 5: Dissolution
• 13.6.2 The contemporary household life cycle
• 13.7 Household expenditure patterns
• Case study: Household decision-making roles
• 13.8 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 14: Organisational buying behaviour
• Learning outcomes
• 14.1 Introduction
• 14.2 Who are organisational customers?
• 14.3 The importance of organisational buying behaviour
• 14.4 The buying process
• 14.5 Buying situations
• 14.5.1 Straight rebuy
• 14.5.2 Modified rebuy
• 14.5.3 New task
• 14.6 Integrating the buying process with buying situations
• 14.7 The buying centre
• 14.8 Forces that shape organisational buying
• 14.8.1 Environmental forces
• 14.8.2 Organisational forces
• 14.8.3 Group forces
• 14.8.4 Individual forces
• 14.9 Relationships in B2B markets
• 14.9.1 Types of B2B relationship
• 14.9.2 The social dimensions of relationships
• Relationship policies and practices
• Relationship commitment
• Trust
• Mutual co-operation
• Relationship satisfaction
• 14.9.3 Buyer−supplier interaction in a B2B context
• Matching the uncertainties and abilities of both parties
• The role of supplier abilities in reducing customer uncertainties
• The role of customer abilities in reducing supplier uncertainties
• 14.10 The interaction approach
• 14.11 Implications of recent developments in organisational buying
• 14.12 Putting theory and practice together
• Case study: Komatsu
• 14.13 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 15: Consumer loyalty
• Learning outcomes
• 15.1 Introduction
• 15.2 Brand loyalty
• 15.2.1 The influence of brand names on product preference
• 15.2.2 Brand image
• 15.2.3 Brand preference
• 15.2.4 The formation of brand loyalty
• 15.2.5 Brand loyalty and repeat buying behaviour
• 15.2.6 Complex decision making and brand loyalty
• 15.2.7 Brand loyalty and vulnerability
• 15.2.8 The stages of brand loyalty
• Stage 1: Brand awareness
• Stage 2: Brand trial
• Stage 3: Brand image
• Stage 4: Brand preference
• Stage 5: Brand habit
• Stage 6: Brand loyalty
• 15.2.9 Brand loyalty and brand segmentation
• 15.2.10 Determining the brand-loyal segment
• The behavioural approach to brand loyalty
• The cognitive approach to brand loyalty
• The combined behavioural and attitudinal approach
• 15.2.11 Brand loyalty correlates
• Consumer buying habits
• Shopping pattern characteristics
• Market structure characteristics
• 15.2.12 Models of brand loyalty
• Deterministic models
• Stochastic models
• 15.2.13 Consumer behaviour and brand type
• Manufacturer brands
• Store brands
• Generic brands
• 15.3 Store loyalty
• 15.4 Marketing implications
• Case study: Assessing brand loyalty
• 15.5 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 16: Building relationships with customers
• Learning outcomes
• 16.1 Introduction
• 16.2 Relationship marketing
• 16.3 Customer relationship management (CRM)
• 16.3.1 The importance of securing a sound CRM foundation
• 16.3.2 Social media and the management of a new generation of customers
• 16.4 A movement towards customer engagement
• 16.5 From customer relationship management to customer engagement
• 16.6 The importance of customer engagement in a competitive business environment such as South Afric
• 16.7 How to improve customer engagement to strengthen future relationship building
• 16.8 Relationship loyalty
• 16.8.1 Customer loyalty
• Antecedents to loyalty
• Loyalty-type behaviour
• 16.8.2 Customer retention
• 16.8.3 Lifetime value
• 16.9 The individual customer approach
• Customer rejection
• 16.10 Internal marketing as a strategy to enhance external customer service
• 16.10.1 Enhancing employee relationships through internal marketing
• 16.10.2 Training and motivating employees
• Case study: Corriwood – a customer experience from hell
• 16.11 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• Chapter 17: The online world and customer behaviour
• Learning outcomes
• 17.1 Introduction
• 17.2 The three main functions of the web
• 17.2.1 A communications function
• 17.2.2 An information function
• 17.2.3 A business function
• 17.3 The internet versus the web
• 17.3.1 Advantages of the web as a business tool
• 17.3.2 The web, online business and customer behaviour
• 17.3.3 The advent of social media
• 17.3.4 Social media as a business channel
• 17.4 Online technologies support customer-centrism
• 17.4.1 The danger of the ‘invisible customer’
• 17.4.2 Dealing with online paradigm shifts
• The impact of COVID-19
• Shopping is about delivery
• Disintermediation and re-intermediation
• Omnichannel shopping
• Personalisation and customisation
• Shopping on demand
• Customers as co-producers
• Blurring between customer and business markets
• A power shift to customers (customer pull)
• The automation of consumption
• 17.4.3 Facilitating customer decision making through online media
• Problem recognition
• Information search
• Evaluation of alternatives
• Buying
• The post-buying experience
• 17.4.4 Habitual decision making
• 17.4.5 Getting to know individual customers
• 17.5 Online customer behaviour
• 17.5.1 Online shopping behaviour
• 17.5.2 Isolation and integration
• 17.5.3 An abbreviated attention span
• 17.5.4 Instant gratification
• 17.5.5 Your world in a monitor
• Web usability
• 17.5.6 Dependence on shopping agents
• 17.5.7 Too much information
• Case study: Ford: an example of a customer-centred car producer?
• 17.6 Summary
• Questions for self-assessment
• Paragraph/essay-type questions
• Multiple-choice questions
• References
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Chapter 9
• Chapter 10
• Chapter 11
• Chapter 12
• Chapter 13
• Chapter 14
• Chapter 15
• Chapter 16
• Chapter 17
• Index
• Symbols
• Numbers
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• Q
• R
• S
• T
• U
• V
• W
• X
• Y
• Z